RetailMeNot Reveals Retailers’ Hits and Misses in Mobile Marketing

Source: Pexels Wednesday, RetailMeNot, Inc., a leading digital savings destination connecting consumers with retailers, restaurants and brands, both online and in-store, shared with MMW the findings of a new study titled “How Retailers Are Adapting to New and Evolving Mobile Marketing.”

Two hundred marketing decision-makers in retail organizations participated in the study, showcasing what the company calls a continued increased investment in mobile marketing and, often, the challenge to quickly adapt to changing consumer demand.

And what did we learn?

The vast majority of retailers surveyed said they are increasing their investments in mobile (92 percent) or social media (89 percent) advertising this year, while simultaneously indicating they experience challenges in executing or successfully tracking ROI on these efforts. As consumers continue their adaption of mobile into every facet of the shopping journey, marketers are challenged to adapt strategies to better fit the mobile-minded consumer.

“Marketers should not underestimate the influence mobile marketing has on purchases made in all channels—in-store, online and on mobile devices,” said Marissa Tarleton, chief marketing officer for RetailMeNot, Inc. “Equally as important is the ability to attribute sales back to mobile marketing efforts. Because 90 percent of retail sales still occur in-store, mobile is the key to understanding digital attribution from online to offline.”

To review the study and its findings in full, click here.

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Understanding The Power of Geolocation in Marketing

The following is a guest contributed post by Antonio Tomarchio, CEO of Cuebiq.

Today, more and more app publishers are harnessing the power of location data. Location data alone is valuable, but when analyzing the location patterns of users overtime, app publishers are given real-world insights into geo-behavior, which pairs users’ consumer behaviors and trends with location. Geo-behavior benefits app publishers twofold. First, it allows them to increase users’ app engagement and extend their lifetime with the app. Second, it helps publishers to better serve their advertisers through more customized solutions like geo-targeting, location based campaign optimization and footfall attribution measurement.

How does it work? When analyzing anonymous users’ visitation patterns over time, publishers can identify trends and glean actionable insights into users’ offline behaviors like frequency of store visits, purchase patterns, how long they spend at a location and brand loyalty – marketers’ holy grail to create powerful and relevant connections with their target audiences.

Here are the top five insights publishers gain for their apps from analyzing their users’ geo-behavior:

  1. Make advertising relevant so that it does not negatively impact the in-app experience

Rather than bombarding users with irrelevant and obtrusive advertising, publishers can tap geo-behavior to let advertisers offer better targeted ads based on users’ consumer behavior. Since geo-behavior data allows you to understand your users’ interests, you can serve ads that match those interests, which ultimately improves the user experience instead of negatively disrupting it. Taking this concept a step further, publishers can also strategically promote personalized offers based on users’ offline behavior and visitation patterns. For example, consumers who spend more than five to 10 minutes at Dunkin Donuts every morning are more likely willing to receive an ad from them, giving the user a beneficial experience with your app.

  1. Leverage location data to derive valuable user analytics

Knowing where consumers spend their time can also help improve the app user experience. For example, let’s say you run the New York Times app and noticed several of your users have increasingly visited bookstores in the past month. This would be a good time to suggest book reviews of current New York Times’ Best Sellers. Similarly, if you saw that several of your users visit wine stores once a week you could suggest reviews of popular wineries closest to them, or offer recommended recipes to complement certain wines. Offering personalized content goes beyond the in-app experience and can bring you further CRM enrichment.

  1. Validate your advertising partners’ spend

By harnessing geo-behavior, publishers can up the ante on consumer targeting and audience insights, giving advertisers better ways to reach audiences on their path to purchase. By analyzing consumers’ geo-behavioral characteristics, purchase intent and visit patterns overtime, publishers can help advertisers create audience segments based on consumer behaviors, allowing them to better reach the right users at the right point in time to drive them to a store. For example, GasBuddy, a mobile app that helps consumers find, purchase and save money on gasoline, uses location data to gain insights into its consumers’ offline behavior such as frequency of station visits, fueling patterns, how long they spend at a location and brand loyalty. This information enables GasBuddy to deliver a more relevant user experience, and quantify the impact of GasBuddy advertising campaigns for its brand partners by proving the effectiveness of in-app campaigns through footfall attribution measurement.

  1. Understand users’ interests

By examining users’ footfall patterns over time, app publishers can get a real sense of users’ passions and interests. For example, if a consumer spends at least 90 minutes at a movie theater every week, that’s a good indicator that they’re a movie buff and thus likely to buy movie tickets. Geo-behavioral data can also help find what users prefer. For instance, if a consumer makes more visits to a Dunkin Donuts than a Starbucks each month, they’re most likely a regular Dunkin Donuts patron and would be open to receiving Dunkin Donuts promotions. If you understand what your users are passionate about and what they are not interested in, you can tailor your app experience for each user to drive engagement. This can go from serving customized content and notifications to fit the users’ interests.

  1. Prove advertisers that you are the right hub to reach their target audience

Since geo-behavioral data identifies offline interests and brand affinity, publishers can provide their advertising clients accurate compositions of their users, which brands they’re most loyal to by comparing foot traffic against competitors, and prove that their users are loyal to a certain category and/or brand. For example, say you’d like to attract Starbucks to advertise on your app. You can show the company insights like 70 percent of your app users are coffee lovers and 50 percent already go to Starbucks. Similarly, say that Burger King wants to target McDonald’s consumers, you can show that your app users are fast food lovers and mostly McDonald’s consumers, opening the door of opportunity for Burger King deliver their brand messages at scale to customers within your app.

Employing geo-behavioral data can take app performance to new heights. By bringing real-world insights into consumers’ behaviors and trends front and center, publishers can create better, personalized experiences for their end-users, and simultaneously give ad partners an accurate composition of their target audience.

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ironSource Launches Industry-First Ad LTV Prediction Tool

Leading mobile monetization and marketing company ironSource has just announced the launch of Ad LTV Prediction, a feature which enables developers to quantify the ad-based revenue generated by their users.

The feature is available to developers using ironSource’s leading mobile ad mediation platform, and provides ad LTV metrics across a range of user segments, from daily active users (DAUs), to engaged users and regular users.

“Only a tiny fraction of users make IAPs, meaning that the majority of developers today rely on ad-based monetization as their primary source of revenue,” said Tal Shoham, VP International Business Development, Developer Solutions at ironSource. “Yet until now there has been no way for them to identify and quantify the revenue they are generating solely from ads. Without proper measurement that is real-time and reflects dynamic app changes, developers who rely on ad-based revenue will be fundamentally handicapped, and that’s what our tool is designed to change.”

With the industry’s largest in-app video SSP, ironSource is able to draw from 8B impressions a month, and data from 20+ integrated partner networks to automatically analyze and process global eCPM data per user cohort, country and network. This saves developers hours of manual calculation, enabling them to make better informed, strategic decisions about monetization and marketing in near real-time.

“Our position as a mediation technology provider gives us a unique, bird’s eye view of ad data as it breaks down across all the major networks in the industry,” continued Shoham. “Predicting ad-based LTV would normally mean access to an enormous amount of data, hours of manual work and ultimately a lot of guesswork. This tool is a game changer for both app monetization and marketing, eliminating all that work and connecting both sides of the business to allow developers to stay focused on creating great apps.”

To learn more, check out ironSource here.

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Moosylvania Announces the Top 100 Millennial Brands Over Five Years

Brand Building Agency Moosylvania has just released its 2017 top 100 Millennial Brands report, by averaging 15,000 responses from 2013-2017–top categories include electronics, gadgets, gaming, soft drinks, clothing and cars.

According to a statement emailed to MMW, Moosylvania has advocated that the most effective marketing for millennial consumer acceptance must “make millennials, look good, feel good and keep them entertained.”

This year’s list, as a five-year average, underscores that top advertisers don’t necessarily rank. And as millennial consumers are getting older – they’re now 17-37, the almost 40 crowd leads in digital connectivity more often than not.

“One of the insights that we worked on this year was separating millennials into two ten year segments,” says Norty Cohen, CEO of Moosylvania. Once we split it at 17-27 and 28-37 – we could pick apart the myth that only young people thrive on connectivity. In many cases, the older demographic showed more loyalty and more connectivity.”

The top brands report highlights the release, with Apple, Nike, Samsung, Target, Amazon, Sony, Wal-Mart, Microsoft, Coke and Google leading the top 10.

Next were Adidas, Nintendo, Pepsi, Starbucks, Victoria’s Secret, Ford, Forever 21, Jordan, American Eagle and Disney.

By the time the list gets a little deeper, retailers start taking over. In fact, nearly 1/3 of the top 100 are retail or clothing brands. And it’s not all about big advertisers. Brands with very small budgets can dominate the list – for example Vans comes in at number 34, while Super Bowl advertiser Anheuser Busch came in at 94.

“It’s all about what you do for them,” and making them look good is a key,” Cohen says.

Want to know more? Check out the full list here.

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Pushing Away Paper is the Latest Mobile Move, Vodafone Proves

MMW can now confirm that Vodafone Group, one of the world’s largest telecommunications companies, has selected Haystack for the deployment of digital business cards across Vodafone’s global workforce.

The effort, we’re told, effectively reduces the company’s reliance on paper cards.

Following an extensive internal assessment and selection process, including two pilots and dozens of Vodafone employees across several geographies, Vodafone had selected Australian startup Haystack as its exclusive digital business card provider for the global rollout.

“After trialing a number of alternatives, Haystack was found to be a solution which struck a balance between embracing the new capabilities of smart devices, while staying true to the classic ‘paper card exchange’ experience” says Virginie Vast, Head of the Cognitive Procurement and Digital Sourcing team at Vodafone.

“90% of all traditional business cards end up being thrown away immediately by the recipient”, said Ran Heimann, Founder & CEO of Haystack. “In contrast, Haystack Cards are seeing an engagement level that is more than 10 times greater, which means recipients prefer the digital cards too.”

After considering other alternatives like plastic QR codes and digital card providers, the group ran a test pilot which saw Haystack chosen as the leading provider both in terms of functionality and ease of use.

According to a provided press release, Vodafone Group is expected to complete the rollout of digital business cards by September 2017.

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The Trust Icon That’s Even More Valuable for Your Mobile Customers

Source: Pexels following is a guest contributed post from Andrew Schydlowsky, CEO of TrackStreet, an Internet brand protection platform.

Imagine: A woman in a café performs a web search on her smartphone for one of your products. A pay-per-click ad at the top of the search-results page, featuring a prominent product image, catches her eye — so she clicks on it. Her first instinct when she hits the sales page is that everything looks fine: the price, the color options, etc.

There’s just one problem: The customer does not recognize this eCommerce site.

So she drags her finger across the screen in all directions, hoping to find a few reassuring trust icons — those little logos indicating the site has earned independent certification for ethical business practices, data security, high-quality customer support, etc. But she can’t find any. Now the customer has three concerns:

  1. Is this an established, reputable retailer I can trust with my credit card?
  2. Is this an authentic product from the manufacturer — and not a knockoff?
  3. Is this company even an authorized reseller of the manufacturer’s product line?

Unable to answer these questions and allay her concerns about the transaction, the woman closes the sales page without buying.

Trust icons boost eCommerce sales

If you’re thinking the scenario I just described is a rare occurrence, consider that a study reported in Forbes found that more than 60% of online shoppers say they’ve abandoned a purchase at least once because they didn’t see any trust icons on the site.

Also, when Econsultancy asked consumers how they would decide whether or not to trust a retail site they didn’t know, the top answer — from 48% of respondents — was to see if the site displayed “trustmarks” (or trust icons) to reassure shoppers.

And finally, when Mapp Digital surveyed almost 2,000 consumers about the factors preventing them from making purchases on their mobile devices, more than a third (35.2%) cited security concerns.

Clearly, trust icons can have a material effect on your sales and revenue across all of your eCommerce channels.

But, I would argue, these little logos become particularly valuable when your customers are shopping for your products using their mobile devices.

Why trust icons are even more valuable for mobile customers

Consider the story being told by those three statistics I discussed above. Consumers want and even expect to see trust icons on every eCommerce site. They’ll even abandon a purchase if they don’t find the right trust icons there. And — this data point is key — they’re still less comfortable with the security of buying products using their phone or tablet.

When a consumer finds your product’s sales page on his mobile device, you have less screen real estate to establish trust than you would if the same consumer had reached that page on his desktop monitor at home or at the office.

Which means that third-party verification of your trustworthiness is even more important with your mobile customers.

Of course, the fact that your mobile commerce pages provide less screen space raises another important question: How do you prioritize the right trust icons to include?

Which trust icons should you use in a mobile commerce environment?

The conundrum in a mobile commerce environment is that because customers are accessing your site on a small screen, you have less physical space to establish trust. At the same time, however, if you clutter your screen with too many trust icons, you’ll have even less real estate to actually sell your products.

And there are many trust icons you could be displaying:

–   Internet security

–   Better Business Bureau accreditation

–   Credit card security

–   Data privacy

–   Customer support awards

–   Established shipping partners

–   Verified authorized dealer

Although every company will have its own unique priorities here, I would suggest that a couple of these trust icons should always top your list.

  1. An icon certifying secure transactions

Remember, the reason cited by 35% of survey respondents for not making an online purchase through their mobile devices was a concern about security.

If this is a factor stopping 35% of your customers from completing a purchase from their phones or tablets, wouldn’t it be worth your effort to have your eCommerce site certified by a McAfee or a Verisign — and then display their trust icon prominently? 

  1. A “verified authorized dealer” icon

As I pointed out in the case of the hypothetical customer who abandoned a sales page on her phone, among the concerns she had with the unfamiliar website were that the company might not be one of the manufacturer’s legitimate resellers, and that the product might therefore be a fake.

This is why I would argue that including a “verified authorized dealer” badge on your eCommerce pages can be hugely beneficial. If your customer can tell immediately that your site has indeed earned an official endorsement from the manufacturer, this tells your customer a lot of important information — all positive.

A “verified authorized dealer” icon signals that your company meets the business-practice and service-quality standards of the manufacturer. It signals that your company will honor the manufacturer’s demands regarding returns, warranties and customer support. And, ultimately, it signals that yours is a company they can trust.

If you are a retailer looking to increase customer trust — and sales — I’d highly recommend asking your manufacturers to create Authorized Dealer trust icons that you can display.

And if you’re a manufacturer or brand that doesn’t yet have a trust icon supporting your Authorized Dealer program or a plan for issuing them to the right resellers, I’d highly recommend developing these valuable assets — or working with an Internet brand protection partner that can help you create, monitor and enforce the program.

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Netsertive Aims to ‘Revolutionize’ Brand-to-Local Marketing with Acquisition of Mixpo

Netsertive, a marketing technology company announced Tuesday the acquisition of Mixpo, a Seattle-based creative management platform that enables publishers and marketers to easily build, manage and measure compelling video and rich media ad campaigns.

Together, the companies will offer what we’re told is a “next-generation platform that solves the complexity, speed and workflow challenges in executing full-funnel digital marketing campaigns at the local level.”

“Brands and their distributed retail networks must adapt to the complex reality of a click-to-brick economy,” said Brendan Morrissey, CEO and co-founder of Netsertive. “With the combined capabilities of Netsertive and Mixpo, our clients can scale their digital marketing across local retailer networks of any size to reach digital shoppers, influence their choice of products, and ultimately drive buyers to local businesses. We’ve thoroughly enjoyed working with the Mixpo team as a partner for the past year. The success we’ve had working together led us down the path of coming together as a single company.”

Netsertive’s acquisition of Mixpo strengthens its position as the fastest-growing brand-to-local marketing tech platform at a critical time for brick-and-mortar retail. Today, more than 90 percent of retail sales are transacted in-store, but the Internet now dominates the critical first engagements that influence what and where people buy. Still, many brands are not including local stores in their omnichannel marketing strategies, resulting in missed opportunities to help buyers complete their path to purchase locally.

“Mixpo’s interactive ad formats and dynamic localization capabilities are perfectly aligned with Netsertive’s broader brand-to-local marketing technology,” said Charlie Tillinghast, CEO of Mixpo. “Our joint offering will deliver tremendous value to brands and publishers looking to accelerate both the delivery and impact of their omnichannel marketing.”

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An Open Letter to Brands (and Agency Co-Conspirators)

The following is a guest contributed post by Steve Ellis, CEO of WHOSAY.

Dear brand marketers and your agency co-conspirators,

Enough is enough.

I’m still surprised when clients we work with get distracted by the human aspects of partnering  with talent and forget that in the end, everything is media.

Is it content, is it branded content, is it an ad?

Yes, Yes and Yes – it’s all ads. It’s all content. The recipient doesn’t care what you call it.

Just because it isn’t 30 seconds and isn’t running in the middle of a Friends episode anymore doesn’t mean it’s not an ad.

So in the new and fast-growing area of influence marketing, why does everyone still wonder how to measure success?

A video is a video, a picture is a banner, a story is an ad…

But it just happens to be true that an influence campaign, done right, performs way better than your regular ad – mostly because it is a better ad!

A well thought out influencer driven campaign is the combination of creativity, personality and audience – that collectively create an initial marketing advantage.

You must take that advantage and then treat it just like you would an ad, scale it and measure it like media.

Every influence campaign should be priced and measured the same way every time: combine the cost of talent (at whatever level you choose), with the cost of content production, plus the cost of paid distribution.

When you bundle all that together you should ask yourself if you got better value for your money than just paying to have your existing ad distributed.

Including all costs was the CPM lower? The CPV lower? The CTR higher? The engagement rate higher? The sentiment more positive? The video view through rate higher? These may not be the first metrics that come to mind for measurement, but they’re key success metrics that lead back to your bottom-line. It’s more than possible to achieve engagement rates at twice the industry norm of 4-7%. And Ad-Recall Lift on Facebook can surpass the 6-8% standard as well. This is where a quality partner comes in, to make sure your goals matter to you — and your business.

Don’t treat this new area of marketing like you used to treat special projects. There is no non-working media in influence. It’s all working and it can all be measured.

The good news is that done right Influence outperforms in all these traditional media measurement categories  – and not by a little, but by a lot.

So yes you should enjoy the process of selecting talent that matches your brand, but don’t get too emotional about it because now you know that in the end….

Everything can be measured – even Influence.


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Instart Logic Named a ‘Visionary’ in Gartner Magic Quadrant for Web Application Firewalls

Instart Logic, a company revolutionizing cloud application performance, experience, and security, has announced that it has been positioned by Gartner, Inc. furthest to the right in the Visionaries quadrant of its Magic Quadrant for Web Application Firewalls (WAFs).

“Instart Logic’s mission is to help leading global brands deliver a faster, safer, and more profitable digital experience. We are thrilled and honored to be positioned furthest to the right in the Visionaries quadrant of Gartner’s Magic Quadrant for Web Application Firewalls, in our very first time participating in this MQ,” says Daniel Druker, chief marketing officer at Instart Logic.

“We feel this prestigious recognition is testament to the hard work of our engineering team, and to the great success of our customers,” Druker adds. “Instart Logic’s cloud-based Web Application Firewall is part of our carrier-grade security platform which uses artificial intelligence and machine learning to protect cloud, web and mobile applications from the constant and growing threat of ever more sophisticated cyber-attacks.”

To learn more, check out Instart Logic here.

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Mobile Advertising Fraud Meets its Match in Merger of Tapcore and Airpush

By some estimates, annual losses totaling upwards of $16 billion can now be attributed to ad fraud. But with the industry focused on scrubbing this scourge from the modern advertising landscape, greater steps are being taken to combat this rampant epidemic. And the latest pairing born of this objective may do more than anything previously to curtail and discourage mobile advertising’s biggest headache.

On Tuesday, the official word was handed down that Airpush, a respected mobile advertising leader, is merging with Tapcore, the foremost name in mobile app piracy detection and monetization.

Determined to detect and destroy the problem at its core, Tapcore and Airpush intend to pool resources, technology and industry experience to create what we’re told is an “entirely new solution for mobile developers and premium advertisers.”

With mobile app piracy costing developers dearly, and mobile ad fraud depriving advertisers of getting the full value of their ad spend, the partnership announced today comes at an ideal time for an industry staggering and, in some ways, stymied by a problem few have been able to mitigate.

The Tapcore and Airpush merger, however, carries the weight needed to alter that reality.

“In combining the cutting-edge technology of Tapcore, with the insight and mass developer footprint of Airpush — the merger creates a unified, laser-focused solution to begin cleaning up the tainted mobile app landscape,” reads a statement released to media. “Together, both companies are poised to combat both issues head on, while also providing a new solution for developers to truly monetize their users beyond traditional means.”

Just how big of an issue is mobile app piracy? Nearly 80% of free Android apps have been hacked, while 75% of free iOS apps have similarly been compromised.

“We’ve seen first hand the challenges piracy and fraud present in all aspects of the mobile advertising industry and our business specifically,” explains Asher Delug, CEO and Founder of Airpush. “From ensuring our 20,000+ advertisers maintain the effectiveness they’ve come to rely on with our platform, to battling piracy that affects the tens of million of users on our network around the world. Tapcore presents the perfect solution to help tackle these challenges through an extremely well-executed approach that complements our overall market strategy.”

Per the details shared, both companies will remain independent following the merger’s completion and continue to serve their respective clients. However, Airpush and Tapcore will “combine technology, teams and infrastructure” to strengthen the overall effort.

In addition, we’re told that the Tapcore and Airpush SDKs will be integrated to provide one, cohesive solution for developers to track, analyze and monetize their users.

In moving forward, the freshly merged entity will be led by CEO Stefan Keiss and CTO Dmitry Shkolnikov.

Asher Delug will now serve as Chairman of the Board, while current Airpush COO Inman Breaux will move into the role of president.

Financial terms pertinent to the merger were not disclosed as of this writing, but we can confirm that the combined companies are in the process of raising a round of investment to aid in its “aggressive growth and strategic acquisitions.”

“I’m extremely proud of what our team has been able to create, and the potential our technology has to truly create a shift in the industry when it comes to anti-piracy and ad fraud,” says Tapcore CEO and Founder Stefans Keiss. “Joining forces with Airpush gives us the reach and platform to truly extend our solution to the masses.”

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